IYP Sites Claim Richer Audience Than Search

NEW YORK A study commissioned by the Yellow Pages Association found that while many more Internet users turn to search engines for local information, Internet Yellow Pages sites attract, on average, a wealthier demographic.

The YPA study, conducted by ComScore Networks with data from its panel of 1.5 million Internet users, found local search engines like those offered by Google and Yahoo account for 66 percent of searchers versus 34 percent for IYP sites. IYP sites, however, generated 20 percent more local searches and were 10-15 percent more likely to attract users with household incomes above $75,000.